To be fair to them, doing another mail merge just to put a name at the top of the letter, or paying someone to hand write such names on is far more time and money consuming than just bulk printing a bunch of letters. If you're got 100+ applicants to process, it's not a small undertaking. At the end of the day, it's their job and their terms. At the fist venue I ever worked for, I recall hearing a story about the application process for another tech they were taking on. The ad stated no CVs, fill in the form. One applicant sent his CV with a note saying "please don't ask me to fill in the form, all the information you need is on my CV". Unsurprisingly, that went straight in the bin. He perfectly demonstrated that he couldn't follow basic, written instructions and so fell at the first hurdle.